3 reasons why your site isn’t getting visitors and what you can do about it.
Creating and managing your new website comes with time investment and a lot of effort. However, it is quite bothering and worse to find that hardly anyone or no one visits your website or worse, buys your products.
If this the case with your website, don’t’ be too hard on yourself! The problem is a common one and not only that, one which can be turned around. In this post, I’ll highlight 3 reasons why your website is failing to attract more visitors and offer some solutions to help you increase this.
Why isn’t my site getting visitors?
There are 3 main factors that can your website from getting visitors.
- Low quality and duplicate Content
- You don’t promote your website enough
- Your website design is putting people off
1. Low quality & duplicate content
Search engines (particularly Google) have become extremely clever in recognizing well written SEO content. This means that you have limited chances of ranking high in search engine results pages (SERPs) and getting traffic if your website content is not of high quality.
High quality content on a webpage meets the needs of every visitor, answers their questions and is easy to read. Each of your website pages and blog posts should tick these boxes. When writing content for any section of your website always have in mind whether your ideal customer will find this useful and have a good understanding of what makes a good website.
According to Googles quality rating guide Google rates content based on expertise, authoritativeness, and trustworthiness. What this means is that low quality content that do not meet these criteria gets downgraded and high-quality content gets upgraded. Only high-quality content will get the ranking improvement that will produce higher traffic levels.
- High quality content is often well researched and written in a unique way. Avoid re-written/copy and pasting from over websites.
- Make your writing style and topics personal and relevant. Write in your own style but not only about your business, your products and your employees. It should be about topics that are relevant to your target market.
- Good use of images. If your blog or web pages doesn’t have some sort of visual engagement like pictures, graphs, charts, or videos, it’ll fail to keep users interested. Also for SEO purposes always rename your images to include your brand name and a description of the picture. It’ll be more likely to show up in google image searches.
- Stay Relevant. Produce content and write about topics that matter to your customers. Your content does not answer a question, solve a problem or meet the need of your target market, no one is going to care
- A practical tip, If you can, make sure your content is more than 350 (useful) words about a specific topic or answering a question. Pages with more than 350 words are more likely to be considered high quality by Search engines.
- Update your content. It’s ok to change the content on your website once in a while. Maybe you offer more services, you have new employees, the direction of your business has changed. Search Engines like to know that websites are updated regularly. When you get a chance, you should at least, once a month be reviewing your website checking links, old blog posts and your pages to see if you can spice up your previous content. Here is a guide on how often you should be updating your website
2. You don’t promote your website enough
Building traffic takes effort, there’s no getting around that. Without putting in the work, your website will not get enough traffic to make your business a success. How much work needs to be done? It depends on how much traffic you need.
When it comes to traffic there are various types. Organic, Direct, social, referral and Paid.
Paid traffic: This is where you have paid for promotion using services such as Google Ad Words, Bing Ad Words.
Direct traffic: This is where visitors type in your web address to find you. This is often the result of offline marketing and promotions. Think business cards, flyers, posters, etc that have your website link.
Social Links: As it suggests, these visitors found your website because it was shared on a social network such as twitter, Facebook Instagram etc.
Referral Traffic: If your website has been linked to or indexed on other websites or blogs (non-social network) then this is known as referral traffic. E.g. your website was linked to by a blogger as a go to seller/business or you are listed on yell and other directories.
Organic traffic: When a user visits your website because it showed up as a search result on a search engine like Google. This type of traffic is the result of building a strong optimised website that meets the needs of its target market and is often the result of an integrated marketing plan that takes advantage of all the above traffic sources.
As I said earlier there is no easy way of getting more traffic to your website. But having a plan that you can stick to will certainly help.
- Spend more time on promoting your website: Spend at least 2 hours a day promoting your website (Unless you have dedicated marketing managers). This can include activities like building links to your website with free and paid directories, connecting with people and groups on social media, execute some paid advertising campaigns, making sure your pages are all optimized for specific and different key words.
- Keep an eye on the sources where most of your traffic are coming from: If you’re spending most of your time on Instagram promoting your services but you receive more visits from Twitter then you should be focusing on how you can maximise Twitter to drive more traffic. Not all sources of traffic are built equally, stick to the ones that you know works best for your website.
- Reuse your content: Every page on your website is an opportunity for content. Make use of them in various formats. You can use audio, pictures, video, gifs to communicate your services and products on various platforms. Maybe turn your blog post into a video you can put on YouTube. This way your promoting less content but on different platforms so more potential customers will find out about your business.
A few other tips that can help when you have a blog:
- Add sharing buttons to your blog article.
- Share content at the peak times for your audience’s social activity.
- Share your article on Twitter with images.
- Share content multiple times on every social site.
- Keep track of where you blog is posted participate in discussions around it
- Encourage blog authors, contributors, and team members to use their existing social networks to share the article.
3. Your website design is putting people off
The way your website looks, feels and functions affects how users engage with your website If you are not receiving engagement on your website, readers aren’t browsing on your website or people aren’t sharing it; the design could be the problem. If the design is unappealing then your users will not engage or revisit it.
Implementing full website redesign may not be feasible but there are small adjustments that you can make to your website than can drastically improve its quality, readability and traffic:
- Your website should be responsive. If your website is not mobile optimized, it won’t be featured in mobile search results. You can test if Google views your website as responsive using this tool. Here is my guide on what makes a good mobile website
- Feature blog snippets on your blog page. Snippets are brief excerpts of the blog post.
- If you don’t have a blog, consider starting one. You don’t always have to write if you’re not a writer, you can use videos or images showing the progress of a project or your day to day activities.
- Use an 11px font or larger for the body text.
- Use a sans serif font for clearer reading
- Use a light-colored background with dark colored text.
- Add testimonials on your website
- Match your company branding. Be consistent with your branding online and offline
- Break up content using headers and short paragraphs
- Make use of images. Take pictures of your work in action, shots of the local area, or recent projects you’ve worked on
- For easy reading use headers, bullet points, short paragraphs, and easy vocabulary.
- Include the name and possibly a brief bio of the author.
- Provide a CTA for users to subscribe, get in touch or make a purchase on every page.
Building traffic to your website can be hard work. With a structured plan and having clear goals for your your website, you can break down the tasks needed to reach those goals and figure whether you can meet them on your own or whether you need external help. It’s also important to constantly review your efforts on a regular basis that suits you using analytic tools like Google analytics and the native social network analytic tools available. Give your self some time and a schedule to follow. The more consistent you are the more accurate your measuring tools will be thus helping you to maker smarter and more effective decisions about the marketing and promotion of your business.
In the words of Debbie Millman “Anything Worthwhile Takes Time”